A quick thought: apart from everything others have already posted here, I think one of the most pervasive “shark jumpy” features of OUAT — and I think one of its biggest problems — is its insistence on constantly introduce new realms, rather than exploring and developing what they already had going — i.e. Storybrooke. Frozen’s a pretty obvious example, but actually the Greg and Tamara plotline and subsequent Neverland were even worse. And Oz wasn’t spectacular either.
It looked like Season 1 was setting up things for what would happen if the “real world” found out about SB. And arguable, SB is by far the most interesting location in the show — much more so than all the shoddily CGI-ed fairy tale realms that we see once and never revisit again. I think by opting for thinking up new realms to throw at the viewer, they’ve really lost an opportunity with SB.